I have to admit that it took me a little while to understand what this ad was all about, because Cheer Dark is not a product that I am familiar with. But now, having put it together, I have to say that I am impressed by the whole package. The concept, the photography, the copy. It is all very simple and effective, and every single woman in the world knows how important every item of black in her wardrobe is for purposes of concealment, camouflage and illusion.

And that is precisely why I think it took me a little while to figure out the message in this ad. I find it strange that it appears to be directed at men, rather than women. Advertisements for cleaning, washing, laundry products are usually – if not always – directed at women. Those poor beings who are responsible for keeping the clothes clean. So, this advertising agency has not only gone out on a limb when it comes to avoiding what you would assume would be the market audience in relation to the USE of the product, but they have also avoided the obvious angle of appealing to women who would be interested in the slimming RESULTS of the product.

Brave and succeccful move, because these ads offer that quirky weirdness that almost prevents you from looking away from the images. There is something almost bitter-sweet about the people; they are so wrong and awkward, yet the sharpness of the black and white images are so beautiful. And, having thought a little more about it, I can’t imagine women would be appealed to this ad if it indeed were female fat bodies being photoshopped to look slimmer in black.

I really hope the general public gets as much of a kick out of these crazy ads as I did, because they really are refreshing and different – qualities we don’t see as often as we would like in ads.

Advertising Agency: Leo Burnett, Toronto, Canada
Photography Studio: Ishi Studios
Creative Directors: Heather Chambers, Israel Diaz
Art Directors: Anthony Chelvanathan, Israel Diaz
Copywriter: Steve Persico
Photographer: Ishi
Chief Creative Officer: Judy John
Art Buyer: Heather Morton

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